PENGARUH BRAND IMAGE DAN WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN PADA COFFEE SHOP FORTHIS HOUSE SAMARINDA

Abstract

This study aims to determine the effect of brand image and word of mouth on
consumer purchasing decisions at the coffee shop Forthis House Samarinda. This
research method is descriptive-quantitative, using data collection techniques such
as observation, documentation, questionnaires, and interviews. The population in
this study were consumers at the Forthis House Samarinda coffee shop. The
sampling technique in this study used non-random sampling, namely purposive
sampling, with a sample of 97 respondents. The analysis technique used is multiple
linear regression analysis with the SPSS version 29 application. The results of this
study indicate that from the results of the calculation of the partial test or t test on
brand image, the result of t count 6.252 > t table 1.985 and word of mouth obtained
t count 3.440 > t table 1.985 with a significance of 0.01 <0.05 which means that
Brand Image and Word of Mouth have a partial and significant effect on consumer
purchasing decisions at the coffee shop Forthis House Samarinda. The results of
the simultaneous test or F test in this study obtained F count of 76.996 > F table
3.09 with a significance of 0.01 <0.05, which means that brand image and word of
mouth have a simultaneous and significant effect on purchasing decisions at the
Forthis coffee shop, House Samarinda.